| Summary: | 碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 103 === Chinese Furniture industry enjoys great growth potential and large development space. Although China has been under a slow economy, the prospect of Chinese Merchandise Market is very bright due to the developed countries’ strong momentum and China’s Monetary Policy. Meanwhile, the domestic market environment offers protection to the furniture industry. First of all, the average disposable income of Chinese citizens has been increasing during past decades, which greatly promote the consumers’ desire and ability to interior decoration. Secondly, the increment of secondary and tertiary market will expedite the development of Chinese furniture market under the influence of macro-control on real estate market. What’s more, owing to the increasing income and quickening pace of life, the market demand of upholstered suite increases day by day. And thanks to the rapid development of e-business and logistics, online shopping brought huge profits to the enterprises. Hence, it is an irresistible trend of corporate development to establish e-commerce sites to break through the regional restriction and expand consumer groups to increase enterprise’s income. Besides, there is no such a big brand that can dominate the domestic market. The furniture market share of developed countries has been experiencing a sluggish growth. So it is a great opportunity for KUKA----one of the most competitive brands. However, the continuous participating of small and medium enterprises due to the low standard increases the severity of market competition.
After an analysis of macro-environment and furniture industry at home and abroad, KUKAHOME must put forward a targeted, affective and optimized enterprise strategy to seek breakthrough during competition and become the leader of Chinese furniture industry.
This paper is based on three aspects: setting the management goal of enterprise, formulating the development strategy and finalizing the strategic positioning.
The business goal of KUKAHOME is decided by the overall scale, market volume, extensive growth and business ranking. On the basis of the market circumstances and KUKAHOME’s development status, we can summarize a five-year overall development program: KUKA shall insist on focusing on upholstered furniture industry, diversification expansion to related industry and taking the professional business development as kernel. To achieve the leading brand of upholstered furniture, KUKAHOME need a marketing reform and venture innovation, by the integrated value-chain, cost optimization, efficiency promotion and the unitized drive of brand and products, as well as a trinity business pattern of “addition”, “multiplication”, “reformation”. The manager enacts the enterprise strategy in terms of business pattern, three core competencies, four strategic axises, five product strategy, core business strategy and critical function strategy.
In order to guarantee the smooth implementation of enterprise strategy, the company increased the investment to the domestic manufacturing bases, newly opened direct-scale store of domestic market, research and brand promotion, employees training, as well as the IT system. By increasing costs inputting to research, production, marketing and staff to achieve the operation target, KUKAHOME eventually can realize the enterprise development strategy and become the lead of Chinese furniture industry.
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